The Source for Distributed Marketing Expertise

Michelle England

Michelle England has over 10 years of experience in the branded merchandise and product development industries working with top brands like Exxon Mobil, YRC Freight, GEICO, Michelin, Sonic Drive-ins, Dunkin’ Brands and AT&T, helping them develop strategic plans and marketing execution models for their branded merchandise programs. She has published several articles surrounding the topics of promotions and marketing in the media and is currently the Branded Merchandise Strategist at DataSource, Inc. in Kansas City, MO.

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Recent Posts

Requires an Understanding of Their Labor Forces and the Need for Advocacy and Pride

Transportation brands have a unique opportunity to create brand affinity from a diverse associate base. Often, employees come from varied backgrounds, and are employed in several departmental categories: management, operations, engineering, terminals, warehousing and the fleet drivers themselves. These individuals work in a highly specialized space. They form a strong camaraderie that transcends time, as well as the companies that employ them, and often result in long-term relationships and careers. They take great pride in what they do, and this passion is shown each day during their work activities. These factors culminate into terrific opportunities for marketers within transportation brands to capitalize and turn employees into ambassadors for the brand. This creates far-reaching impacts for the Company, from improved associate retention rates to better customer service and references that drive additional business.

The first step is to address some of the areas where a transportation company can provide added value and comfort to their employees, and you can start by asking yourself or executive leadership the following questions...

We’ve all seen them. The branded pens sitting on conference tables, the stress balls handed out during conferences, the golf balls and tees being swept into bags adorning corporate logos at tradeshows, etc. These are promotional materials, or branded merchandise, and for years marketers have spent significant time and money creating fun, useful, and memorable items that truly stand out from the clutter of competition at every single office and event. But, just how popular are promotional items? And how effective? How do you integrate that into an overall plan?